Absa will further strengthen its customer relationships with the implementation of a leading relationship marketing product, Prime@Vantage, authored by Prime Response and represented by USKO Software & Services.
After intensive research into available solutions, Absa chose the Prime Response product to support its customer-focused strategy and strengthen its ability to exploit the new digital and wireless economy.
Prime@Vantage enables organizations to control marketing initiatives from a cost/benefit point of view and manages the contacts made with the customer in building better relationships. The product enables a single view of customer preferences, purchases, campaign exposure and responses, allowing organizations to understand customers as never before.
Through Prime@Vantage Absa`s customer communications will be synchronized and integrated across multiple marketing channels, such as direct mail, call centre and above-the-line advertising.
One of the key benefits of this implementation is the measurement of return of investment from campaigns as it is possible to track the responses, offers taken up and the business generated by various marketing initiatives.
Says Brendan O`Donnell, Group General Manager: Absa Group Marketing: "Absa values its customers as its greatest asset and recognises the importance of driving contact and campaign management in the lines of business. This initiative further supports Absa`s vision to be more customer focused.
"We believe that Prime@Vantage has the flexibility to assist in finalizing what has been a four year process becoming truly effective in campaign management. The software package will assist us in providing better customer service at all the Group`s outlets by providing relevant customer information where and when it is needed."
Absa will be the second major corporate in South Africa to use Prime@Vantage software. International giants currently using the product include NatWest, The Royal Bank of Scotland, Deutsche Bank, British Airways, British Telecommunications, Warner Music Group, John Lewis Stores, Telenor Mobil, Priceline.com and McCann Relationship Marketing.
Allen Swann, President: International Operations of Prime Response, says that the financial institutions such as Absa have recognized the strategic importance of stronger customer relations in building, sustainable competitive advantage in a crowded marketplace.
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ABSA
ABSA Group Limited is a leading South African financial services group with 72,000 shareholders, 34,000 staff members and six million customers. ABSA offers a full array of integrated financial services products and services through extensive local and international electronic and branch networks to customers in selected market segments. ABSA sustains shareholder value by following a customer-focused approach. It does this by segmenting the market and aligning it`s resources to create lasting, mutually beneficial relationships with customers.
PrimeResponse
PrimeResponse, Inc. is a leader in business to consumer relationship marketing. More than 90 of the world`s leading companies have chosen PrimeResponse for its industry expertise and innovation. The Company`s Prime@Vantage product suite maximizes an organization`s return on their marketing investment while building more loyal and profitable customer relationships. The Prime@Vantage relationship marketing solution helps organizations easily plan, optimise, execute and track sophisticated direct marketing campaigns that span traditional channels (direct mail, call centres and advertising) as well as the latest electronic channels (Web, e-mail and wireless). A single view of all customer communications lets companies deliver the right message to the right person, at the right time, via the right channel-to increase response rates and ensure the best-possible customer experience.
PrimeResponse is located in Cambridge, MA (corporate headquarters), London (international headquarters), Antwerp, Chicago, Denver, Frankfurt, Melbourne, Minneapolis, Munich, New York, Paris, San Francisco, Singapore and Sydney. More information is available at www.primeresponse.com, marketing@primeresponse.com, +1 617 876-8300 or +1 877-PRIME54.
USKO
USKO Software & Services (a division of USKO Limited) is an IT company that delivers business solutions and services through a focused grouping of core competencies and specialized business units.
USKO` s Customer Intelligence Competency Centre provides customised solutions in the areas of Information Discovery, Information Delivery, Customer Interaction and Operational Marketing by combining best-of-breed products from the world`s leading software vendors with local expertise and support.
The Prime Response suite of products lies at the heart of these solutions, integrating CRM into corporate strategy and using measurable, results-based technology to turn customer information into competitive advantage.
Listed on the Johannesburg Stock Exchange, USKO boasts a team of more than 800 IT specialists across Southern Africa, operating out of 13 sites from Cape Town to Mauritius. More information is available on +27 11 319 7000.